Former Cabinet Secretary Simon Case has joined the independent ethics board of AI startup Electric Twin, one of his first major roles since leaving government.
Electric Twin was founded by Dr Ben Warner and Alex Cooper, former Number 10 officials who worked with Case during the government’s pandemic response. That experience, the company argues, shaped its effort to help organisations test likely reactions to messages, products, policies and campaigns before making decisions.
Case served as Head of the Civil Service and Cabinet Secretary from 2020 to 2024, becoming the youngest person appointed to the latter role. During that time, he oversaw civil service reform work on digital, data and science. He was also the senior official responsible for the AI Safety Summit at Bletchley Park, as well as the creation of the AI Safety Institute and the Advanced Research and Invention Agency.
His appointment brings a senior former Whitehall figure to a young company operating in a part of the AI market that touches on governance, public trust and decision-making. He will advise on Electric Twin’s ethical approach as it expands.
Founders’ Background
Warner, a physicist, previously served as Chief Adviser on Digital and Data to the Prime Minister. Cooper is a former military commander who helped establish the UK’s mass testing programme during the pandemic. All three men worked in Number 10 when ministers and officials were making high-stakes decisions with limited evidence, a problem the founders argue remains common in both government and business.
The company describes its product as a “synthetic audience” system. It combines large language models, machine learning, behavioural science research and client data to simulate how groups may respond to a proposed action. Electric Twin says this offers an alternative to traditional market research and audience testing, which it argues can be slower and more costly.
According to the company, the business is already working with The Times. It has also raised USD $14 million from investors including Atomico, LocalGlobe, Marc Andreessen, Slack co-founder Cal Henderson and former Kantar Chief Executive Officer Eric Salama.
Case’s appointment comes as scrutiny of AI systems moves beyond model safety into questions about how these tools are used in public life and commercial decision-making. Companies selling AI to institutions are under pressure to show not only that their systems work, but also that governance structures are in place around their use.
Explaining his move, Case pointed to the role of data quality in decision-making.
“After years in government, you learn that the hardest part of any decision is having poor data on what might happen next. Electric Twin is fixing this problem by giving leaders a better way to test assumptions, stress-test choices and understand how real people may respond. That matters in government, and it matters just as much in business. I worked with Alex and Ben in Number 10 and I know that this is a team combining serious technological ambition with a clear sense of public responsibility. I’m looking forward to contributing to their journey,” said Simon Case, former Cabinet Secretary and Head of the Civil Service, Electric Twin.
The appointment also reflects a wider pattern in the UK technology sector, where startups are seeking senior advisers with experience in regulation, ethics and public administration as AI products move into more sensitive areas. For younger companies, former officials can bring credibility with customers in government and regulated industries while also helping to shape internal oversight.
Cooper said the founders’ experience during the pandemic informed the business from the outset.
“We founded Electric Twin following our experience during a national crisis where the quality of decisions mattered enormously, but the information available to inform decisions was often incomplete. Having worked with Simon in Number 10 during this period, I have a deep respect for his expertise and judgement as we work to solve this problem,” said Alex Cooper, Co-Founder and Chief Executive Officer, Electric Twin.
He added: “Simon drove AI innovation in government and advised the Prime Minister on ethics at one of the most challenging times in recent history. There is no better candidate to join our Ethics Advisory Board at a time when questions around AI, ethics and institutional decision-making are moving to the centre of public debate.”
Cooper said civil servants are increasingly recognising that AI is a critical tool for government, and that the tech companies best placed to serve that need will be those that understand the governance and ethical responsibilities that come with deploying AI at scale.
He added: “We believe the future of AI won’t be shaped by technologists and governments alone, but by people who understand both innovation and the responsibility that comes with it. This philosophy is central to how we are building both our technology and our team, and we’re delighted to have Simon holding us to account on this mission.”
